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YEREVAN, MARCH 10, ARMENPRESS. When influencers began redefining marketing as we knew it, brands and businesses started either hiring marketing agencies or doing all the time-consuming work themselves for finding the right influencer to advance their marketing campaign.
It didn’t take long for tech companies to develop influencer marketplaces to help firms bolster their marketing campaigns, save time and cut expenses.
An influencer marketplace is essentially an online tool that connects marketers, brands or businesses with influencers in social channels to promote a service or product.
One such marketplace is ViralMango, an Armenian startup that is now launched in the United States which already has over 60,000 registered influencers and 300-400 businesses.
“Now there’s a situation when people are not noticing the advertisements on social media, and the ads are gradually losing their effect,” said Rem Darbinyan, the Founder and CEO of ViralMango. Darbinyan is a serial entrepreneur who’s also founded SmartClick AI.
“At the same time, there are people who have many followers, they are influencers, and whenever they showcase some product the demand for that product or service grows. We try to find influencers who are active on social media, who have an audience, and we also try to find organizations who want to promote themselves. We link these two sides with each other,” Darbinyan told ARMENPRESS in an interview.
With over 150,000,000 influencers around the world, it is difficult for businesses to find the right pick. Thus, ViralMango is using AI to find a potential match. The CEO says there are similar platforms but ViralMango offers several advantages.
“We are mainly working with nano and micro influencers. Nano influencers have between 1000 and 10,000 followers while micro influencers have between 10,000 and 50,000 followers. These influencers maintain a more active and closer communication with their audience because they manage to reply to messages, comments, therefore the advertisement becomes more targeted and effective,” Darbinyan said.
AI also determines the price of ads using statistical data. All it takes for influencers or companies to use ViralMango is a simple registration.
“For businesses, the advantage of using our platform is that they will get the ready content by paying comparably less money, and can use it in their social channels without copyright infringement. Whereas it would take them a lot more time and expenses if they were to maintain a dedicated team for the job,” Darbinyan said.
Amid a rapidly transforming market, ViralMango is studying the trends to act accordingly.
ViralMango received investments from Anton Yeranossian and Thomas Mazejian from BANA Angels, the Formula VC and BigStory VC.
Karine Terteryan